• McDonald’s is the Eighth Most Powerful Brand in the World. --- Source: Millward Brown Optimor (including data from brandz , Datamonitor, and Bloomberg) • As of March 2010 there are 32,488 restaurants in 117 countries (in which 22,227 is on franchise & licensed based) • Rs 400 crores being put in for expansion plans into Tier II cities within next three years. • Doubling of turnover within three years. • Market share of 18 percent in north India.(includes restaurants, cafes, fast food joints, local vendors etc.)
• McDonald's was started as a drive-in restaurant by two brothers, Richard and Maurice McDonald in California, US in the year 1937. • Ray Kroc , distributor for milkshake machines, expressed interest in the business, and he finalized a deal for franchising with the McDonald brothers in 1954. • He established a franchising company, the McDonald System Inc. and appointed franchisees. In 1961, he bought out the McDonald brothers' share for $2.7 million and changed the name of the company to McDonald's Corporation .
Product <ul><li>VEG MENU </li></ul><ul><li>NON-VEG MENU </li></ul><ul><li>BEVERAGE </li></ul>
MARKET STRATEGIES Cost control strategy:- b) Well established low – cost supply chain. c) Ensures efficiency and speed in distribution. d) Huge increase in volume sales. e) Very good food processing technology.
McDonald’s India: Suppliers • Trikaya Agriculture Supplier of Iceberg Lettuce • Vista Processed Foods Pvt. Ltd. Supplier of Chicken and Vegetable • Dynamix Diary Supplier of Cheese. • Amrit Food Supplier of long life UHT Milk and Milk Products for Frozen Desserts.
Packaging and Labeling Clearly mentions that the burger is a Veg or a Non- Veg Burger Mentions the name of the burger and the colour is different for different types of burgers
Co -BRANDING McDonald’s has major tie-ups with companies as their co-branding Statergy. various Few of Them are listed Below: Coca- Cola Barbi e Cadbury Hotwhe els
Promotion • An activity, such as a sale or advertising campaign, designed to increase visibility or sales of a product. • McDonalds, for years has maintained an extensive promotion strategy with highest spending on marketing amongst
Advertising • Focus on overall experience. • “ Brand globally and act locally”. • Overall it is doing what it does the best – marketing. • Intensive advertising aimed at children. • Paper mats on trays ensure that no new scheme goes
Physical evidence • Cleanliness, speed, quality and transparency of process is the biggest physical evidence. • The interiors are attractive and more or less consistent throughout the world. • A proper decorum and strict standards of cleanliness are maintained at all the joints.
Physical evidence • Family environment message throughout the world, just the way of communication is adjusted to different countries. • Play areas are provided so that kids don’t become panicky. • Counters are kept low and menus pictorially
THE mascot… • The well known mascot Ronald McDonald is the same throughout the world since 1963. • It is supposed to be the next most well recognized figure second only to Santa Claus. • The color combination
STAFF & EMPLOYEE • Each outlet is headed by a Restaurant Manager . He is responsible for the daily operation and customer interaction. • Delivery Crew Member carries basic operation of a restaurant. Ensures customer satisfaction at the restaurants. • In order to motivate
Training • McDonald’s invests more than $1 billion annually in training • “ Best Place to Magazine 2010 Work” – Fortune • “ One out of 5 Best Places to Work in Latin American” – America Economic Magazine 2009
McDonald’s India: Channel Network North and East India Delhi Uttar Pradesh 11 in Haryana Punjab Uttaranchal West Bengal Himachal Pradesh West and South India Maharashtra Gujarat Karnataka Andhra Madhya Pradesh
. Sources: • www.McDonalds.com • www.freeforessays.com • D. Jobber “ Principles and Practice of Marketing ” • Sources : http://de.wikipedia.org/wiki/McDonald ’ s • Kotler/Keller Marketing Management